If the cast of my play win this award it will be the pinnacle of their short careers, and they will get the tone of the acceptance speech just right and there'll be no embarrassed pauses or uncomfortable sentiment expressed.

I can't vouchsafe for their behaviour in the toilets during the less aniumated parts of the programme however.

They ARE bemused as to which category this fits into however. Is it branding, or advertising ? Maybe it's marketing generally ?